By James Herring on Wednesday, August 5, 2026

Categories: Advertising, Food & Drink

Burger King Belgium has found a marketing angle in this summer’s sunburn, turning TikTok trend ‘tanmaxxing’ into advertising with “Leave The Flame Grilling To Us.”

Created by Happiness Brussels, the campaign photographs the sharp white lines left behind by caps, sunglasses, necklaces and shorts and rebrands each one as evidence of flame grilling.

Most visuals skip the burger altogether, letting the tan line and the headline do the selling.

Tanmaxxing, the pursuit of an aggressively deep tan, has spent the summer dominating TikTok, and rather than explain the trend Burger King simply points at its side effects.

The work extends BK’s decades-old grill positioning, echoing its flame-grilled radio takeover from last year, and rolls out across social, digital out-of-home, wildposting and, cheekily, the tram network along the Belgian coast, putting the ads exactly where the sunburn happens. There’s no TV buy.

The campaign is credited to Happiness Brussels and client BK Belux.